Memory Pointers: Strategic Memory Protection Through Acquisition of Recall Cues

We focus on how consumers manage their ability to derive enjoyment from memory by seeking memory pointers. Three studies, testing the memory protection through acquisition hypothesis, demonstrate that individuals prefer products that are uniquely associated with a special memory rather than those associated with both a special and a less special memory, suggesting that individuals acquire products that serve as memory cues to minimize interference. Additionally, individuals obtain products that help them remember a special experience, even though they forego these same items in the context of a non-special experience, especially when they believe that their memories are weaker. (99 words)


B. Kyu Kim, Gal Zauberman, and Rebecca Ratner (2008) ,"Memory Pointers: Strategic Memory Protection Through Acquisition of Recall Cues", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 237-241.


B. Kyu Kim, University of Pennsylvania
Gal Zauberman, University of Pennsylvania
Rebecca Ratner, University of Maryland


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Mediation as a Multi-Dimensional Process of Brand-Related Interaction

Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School

Read More


When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness

Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More


Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.